• by Tanya Gazdik , January 17, 2013

New TV spots from Ameriprise Financial breaking Sunday will once again feature Tommy Lee Jones.

The actor, who most recently starred in “Lincoln” and “Hope Springs,”  last appeared in the company’s campaign which launched in September 2011.

The campaign, from R/GA, breaks during the National Football League’s NFC Championship game. Creative highlights the resilience of the American spirit, which is coupled with the financial service company’s dedication to keeping its clients’ dreams alive, including working toward a confident retirement.

Two TV spots, “Dream” and “Working,” break first and will be joined by “Business” later in the year.

They open with Jones outdoors in a rural area that evokes the American frontier and cut to scenes of Americans at work in personal and professional settings. Jones communicates that hard work and perseverance are characteristically American qualities that can lead to personal fulfillment and financial security.

The ads build on the Ameriprise brand platform, “More within reach,” by stressing the importance of a one-on-one relationship with a trusted advisor who has the backing of a strong firm that has helped millions of people retire.

The ads reflect the concern that many Americans have about their financial situation and retirement, but they maintain a sense of optimism in that personal determination and seeking help can bring great rewards, said Kim Sharan, chief marketing officer and president of financial planning and wealth strategies at Ameriprise Financial.

“As economic challenges persist, we know many Americans are worried, but our company has the strength and stability to help them,” Sharan said in a statement. “The evolution of our message to address consumers’ very real concern about their own retirements demonstrates that we understand -- and we can offer a solution.”

The media schedule includes prime-time programming, including the Academy Awards, The NCAA Basketball Championships, the LPGA Tour and the Tennis Masters Series. Cable news and entertainment programming includes CNBC, CNN, Fox News, Bloomberg and a variety of lifestyle channels.

Ameriprise financial advisors also are participating in the campaign by featuring the TV commercials on their individual Web sites.